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Warner Music Canada and Warner Music India have launched a brand new three way partnership referred to as 91 NORTH RECORDS, aimed toward supporting artists of South Asian heritage.
The brand new entity will likely be led by artist and producer Ikwinder “Ikky” Singh, who has been named as Inventive Director for the JV.
Ikky has racked up greater than two billion streams worldwide with songs equivalent to Shubh’s Baller, Diljit Dosanjh’s Chauffeur and Sidhu Moose Wala’s Bambiha Bole.
He launched his personal label, 4N Information, in partnership with Warner Music and Coalition Music in 2021.
91 NORTH RECORDS’ first signings are Canadian-based Punjabi stars Karan Aujla and Jonita Gandhi. Each artists will work intently with Ikky in addition to A&R Director, Charlie B.
Karan not too long ago launched his new album Making Recollections. Since his first hit Don’t Fear in 2018, he’s acquired virtually three billion views on YouTube, has garnered over one billion audio streams and eight million followers throughout his social media channels.
The identify 91 NORTH RECORDS references each international locations with a nod to India’s nation code and Canada’s geographical location and the brand is impressed by India’s nationwide flower the lotus.
The label held a launch occasion at Warner Music Canada’s places of work in Toronto on Tuesday, August 22.
“I’ve at all times been fascinated by the mixing of Indian and Western sounds into culturally impactful, progressive music.”
Ikky
Ikky, Inventive Director, 91 NORTH RECORDS, mentioned: “I’ve at all times been fascinated by the mixing of Indian and Western sounds into culturally impactful, progressive music.
“91 NORTH RECORDS exists to raise artists pursuing this fusion. Punjabi and South Asian music already competes worldwide, and I’m thrilled to collaborate with rising skills, showcasing and amplifying what they’ve to supply. That is no experiment; it’s the long run.”
“That is actually going to be a gamechanger initiative for artists who will now have international assist from A&R, advertising, collaborations and extra.”
Jay Mehta, Warner Music India
Jay Mehta, Managing Director, Warner Music India, added: “We’re so excited by the launch of 91 NORTH RECORDS.
“This enterprise not solely celebrates the musical types of artists with South Asian heritage but in addition leverages the market potential of uniting two distinct fan bases to carry this music to the worldwide stage.
“That is actually going to be a gamechanger initiative for artists who will now have international assist from A&R, advertising, collaborations and extra.”
“There’s an unbelievable new technology of expertise rising, influenced by their South Asian heritage, and we wish to ensure that these artists are represented each right here and around the globe.”
Kristen Burke, Warner Music Canada
Kristen Burke, President, Warner Music Canada, added: “91 NORTH RECORDS is devoted to celebrating and amplifying Indian tradition.
“There’s an unbelievable new technology of expertise rising, influenced by their South Asian heritage, and we wish to ensure that these artists are represented each right here and around the globe.
“This new enterprise permits artists to be really genuine, and our international community offers us the chance to showcase their tradition on a world stage.”
“Punjabi music is presently going via a vibrant evolution, having been supported by multicultural Canada, it’s now reworking from a regional and diaspora-based style into a world pressure.”
Alfonso Perez-Soto, Warner Music
Alfonso Perez-Soto, President, Rising Markets, Warner Music, mentioned: “Punjabi music is presently going via a vibrant evolution, having been supported by multicultural Canada, it’s now reworking from a regional and diaspora-based style into a world pressure.
“This development is due to distinctive manufacturing and artistry from the likes of Ikky and the ambition and understanding from Jay, Kristen and the groups at WM India and WM Canada.
“91 NORTH RECORDS will act because the important bridge between East and West – uniting expertise, cultures, and concepts, and cementing a motion that’s right here to remain. At Warner Music we are going to proceed to champion initiatives like this for the love of music, artists, and followers alike.”
There are virtually 2.6 million individuals of South Asian heritage residing in Canada and a brand new technology of artists from these communities are beginning to have a large affect within the nation and internationally. There’s additionally a robust musical connection between the South Asian diaspora in Canada and the subcontinent. Three of the Prime 10 tracks in India in 2022 had been by Punjabi-Canadian artists in keeping with IFPI figures.Music Enterprise Worldwide
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